Netnography is a special kind of qualitative social media research. It applies ethnographic techniques to comprehend social interaction in settings of modern digital communications. This article aims to highlight the key contributors and knowledge structure of this research domain. Utilizing bibliographic data of 722 articles retrieved from the Scopus database, researchers used performance analysis to have insights into the most prolific authors, institutions, countries and journals. Keywords co-occurrence analysis was done to map the knowledge structure. The thematic map tool was used to recognize basic themes, motor themes, niche themes, and emerging themes in order to suggest future research directions. The results indicate that, in terms of research publications, the most productive nation is the United Kingdom. The most lucrative organization has been acknowledged as Griffith University. The most influential author is stated to be Mkono M. The most resourceful source is Journal of Business Research. In addition, three significant knowledge clusters important to study utilizing netnography were identified as a result of co-occurrence of keywords analysis namely, consumer behaviour, co-creation in online brand communities and authenticity. Further, niche and emerging themes include-sustainable tourism, customer engagement and sharing economy. When taken as a whole, this review is a useful tool for quickly understanding the most recent research findings and potential directions for further investigation. An assessment of the state of netnography in business and management research has not been systematically investigated. Hence, the present study aims to thorough a grasp of the state-of-the-art in Netnography research field over the past decades along with the future research directions. Studying the state of the art in the field adds to academic knowledge and provides updated information on the procedure.

Technological developments have advanced significantly. Augmented reality and virtual reality are emerging technologies and rapidly gaining popularity. Augmented reality combines the virtual world with real environment using digital visual elements, sound, or other sensory stimuli delivered via technology and creates an interactive experience. Virtual reality creates a 3D-simulated immersive environment. AR and VR are two sides of a coin. Virtual reality replaces what people see and experience whereas augmented reality actually adds to it. The study aims at understanding applications of augmented reality and virtual augmented technologies for optimizing customer engagement and challenges in implementing these technologies for developing customer engagement. The study being conceptual in nature is based on secondary sources. Efforts have been made to collect literature from every possible source including websites, journals, books, theses, etc.

In the digital era, the presence of consumers on social media platforms is increasing at a higher pace than ever before. It pushes marketers to employ new ways to endorse their products on these social networking platforms. One such digital marketing trend is the use of avatar-based influencer marketing. Virtual influencers are computer-generated influencers who have a large social media following particularly on picture-based platforms such as Instagram. Avatar marketing has gained popularity as a brand endorsement strategy. Despite the increase in popularity, there are very few studies that study the effectiveness of avatar-based influencer marketing. This chapter aims at demystifying the benefits and risks of employing virtual influencers as a marketing gimmick. Data were collected from various secondary sources, such as journals, books, theses, reports and websites using different databases like Scopus, Web of Science, Google Scholar etc. Findings revealed that avatar marketing, if utilized strategically, has great potential to optimize digital marketing strategy.

In the new global economy, neuromarketing has emerged as a key marketing concern. It is an integrative field that incorporates elements of marketing, psychology, and neuroscience. This novel idea offers fresh perspectives and potent methods for doing marketing research, particularly on customer behaviour. Neuromarketing offers the chance to comprehend the neural level functions in customers' brains that provides insightful knowledge about the customers' cognitive decision-making system that is not normally captured by conventional management analytical techniques. This chapter aims at exploring the tools, roles, and ethical concerns of neuromarketing. Secondary sources of data like books, research papers, theses, newspaper articles, magazines, and reports etc. are utilized in this chapter. This study is relevant not only for academia but also for marketers practicing neuromarketing for identifying consumer behaviour.

The COVID-19 pandemic has forced educational institutions to shift to the online learning environment, leaving no time to train teachers to make students familiar with digital technologies. Engaging students in virtual learning is the major challenge faced by teachers. This study aims to provide answers to various research questions like: 1) What is the current state of research on student engagement in online learning during pandemic? 2) What are the student engagement strategies underpinning in literature? 3) Which theories are used in literature? 4) What are the antecedents of student engagement in online learning underpinning in literature? 5) What are the gaps in existing literature and scope for future research? This study is based on 24 studies published during 2020-2022. To the best of authors' knowledge, this is the first attempt to offer a comprehensive research on student engagement in online learning during COVID-19 with a context of Asian countries.

There is no denying that worldwide economic and environmental conditions have been affected by the COVID-19 pandemic. Small and medium-sized enterprises (SMEs) have been particularly impacted by the COVID-19 pandemic. With this research, the authors aimed to better comprehend the obstacles faced by small and medium-sized enterprises (SMEs) during a pandemic, the digital reforms that emerged as a result of COVID-19, and the preventive measures that SMEs can take to withstand the crisis. They reviewed a wide range of secondary materials, including scholarly journals, books, internet resources, and blogs. They conclude that small and medium-sized enterprises (SMEs) can benefit from digital transformation because it allows them to rethink their decision-making processes and their use of technology. To overcome the challenges posed by COVID-19 to SMEs, it is necessary to examine a set of policy measures that could aid the recovery of MSMEs.